Technology

Videocon Mobile ropes in Ritiesh Deshmukh for ad campaign

20 Oct, 2010 - 08:50 PM IST |

MUMBAI: Videocon Mobile Services has launched its new ad campaign for unlimited tariff plans featuring actor Ritiesh Deshmukh in five different situations and looks.

Videocon will be spending close to Rs 500 million in advertising. The campaign will spread across all mediums including television, print and outdoor. The TVC will be aired on television channels including general entertainment channels.

The campaign, which consists of a series of five ad films each highlighting five different products from Videocon Mobile Services, is ideated by ad agency MWG Tag Ideation and directed by filmmaker Anurag Kashyap.

The campaign features Deshmukh in crucial yet hilarious situations wherein he comes at a point of being disconnected for lack of recharge on his phone. The brand intervenes at this stage, to deliver its message and offering through the tagline Signal Mein Break, Plan Leke Dekh convincing consumers that a smart move of taking the right plan from Videocon Mobile Services can make their life free from looking at the time and destination of call.

Videocon Mobile Services CMO Sunil Tandon says, “Customers who operate in the pre-paid segment are faced with the problem of being disconnected as they often fail to keep a tab on their reducing balance. The campaign thus emphasizes that a customer does not need to watch the meter ticking when they opt for ‘Unlimited Plan’ highlighting the tariff strategy of going ‘Unlimited’ and unrestricted with Videocon Mobile Services.”

MWG Tag Ideation VP, GM Himanshu Saxena says, “The creative challenge was in conveying a simple product in an engaging manner within the ambit of a youth centric brand. We also wanted to break the clutter amongst the otherwise packed mobile services advertising and create a distinctive identity for Videocon Mobile Services.

“In order to make the ad memorable, it was imperative that the correct protagonist be identified. It was important that he be recognized, yet not over-exposed as some advertising faces tend to be. We looked for someone who had a great sense of comic timing while being a great actor and we zeroed in on Ritiesh Deshmukh who is not only a fantastic performer in front of the camera but also has an innate ability to carry of a comic sequence on his young shoulders alone.

"Moreover, Ritiesh has a great connect with the youth befitting the brand image of being youthful.”